In recent years, the marketing literature has given considerable attention to the concept of online consumer misbehaviour. However, this increased interest has resulted in a significant accumulation of knowledge, leading to fragmentation and confusion in the field. This situation has serious implications for both researchers and practitioners, as it impedes the development of a coherent and unified understanding of the field. To address this issue, this paper presents a systematic review aimed at consolidating and organizing the available research on online consumer misbehaviour. The paper provides a conceptualization and operationalization of the concept of OCM. Additionally, the paper identifies and discusses the existing theories used in the field of OCM research.

• Redouane Bakrim(Paris 1 Panthéon Sorbonne, IAE PARIS ; International University of Rabat, RBS,France)
• Martin Yong Ho Hyun(International University of Rabat, Rabat Business School, Morocco)
• Ouidade Sabri(University of Paris 1 Panthéon Sorbonne, IAE PARIS; Mohammed VI Polytechnic University, AIRESS, France)
• Seoki Lee(Pennsylvania State University, US)